We conceptualize SNS continuance intentions as the outcome of users’ satisfaction, which in turn is determined by the gratifications (The terms ‘‘benefit” and ‘‘gratification” are used interchangeably in this study) users obtain on an SNS.
Building on the propositions of the ECM and the U&G theory, in this study, SNS continuance intention is modeled as the outcome of users’ satisfaction, considering the paramount role of this construct according to the ECM.